A children and young people’s mental health charity based in Gloucestershire has changed its name in an effort to make its branding more accessible.
The charity Talk Well, formerly known as TIC+, said it changed its name to ensure that more people between nine and 25 years old in the area feel included and able to access its free counselling and support.
Talk Well said that its previous names – TIC+, and before that, Teens in Crisis – were a barrier to children and young people accessing its support because they suggested it only helps teenagers in crisis.
The charity said the new name better communicates its purpose, which includes providing talking therapies at whatever stage its beneficiaries need it.
It worked with the branding agency Creative Concern and consulted young people across Gloucestershire as well as their parents, carers, staff and partners, including the NHS, to ensure the new identity was “deeply informed by their views and experiences”.
The rebrand cost £22,000 with an additional cost of £4,000 for staff IDs, new posters and leaflets to direct people to its services.
It recorded a total income of £2.7m for the financial year ending March 2024, with a total expenditure of £2.8m.
‘An incredibly important investment’
Simon Welch, the charity’s chief operating officer, told Civil Society: “As a charity, we have worked hard to keep the cost of rebranding to a minimum while maximising the impact for the young people we exist to support.
“This has been an incredibly important investment for the charity, as many of the children and young people across Gloucestershire who needed our support didn't realise our services were for them. It also means partners, donors and funders can understand what we do better."
Claire Power-Browne, the charity’s chief executive, said in a statement: “We are proud of our work and achievements over the last 30 years, originally as Teens in Crisis, and it is vital that we continue to deliver this important work.
“We are determined to reach many more children and young people over the next 30 years and beyond.
“That’s why we have changed our name and branding – to make sure everyone who needs our help knows we are here for them.
“Our name, logo and colours may have changed, but our heart remains the same.”
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